Alfa Romeo: Milano becomes Junior!

Actually, a perfect marketing move: Alfa Romeo renames the recently introduced Milano to Junior! The model name chosen by the public was selected to honor the city where Alfa Romeo's history began in 1910. It wasn't the first time Alfa Romeo asked the public for their opinion in choosing a car name. This already happened in 1966 with the Spider, for which the public chose the name Duetto. Although Alfa Romeo believes that the name meets all legal requirements, Alfa Romeo has decided to change it from Milano to Junior in the spirit of mutual understanding.

And thanks to a long list of names from which Alfa Romeo could choose, the name change was not a challenge. The names selected from the public’s suggestions as favorites also included the historical name Junior. Jean-Philippe Imparato, CEO of Alfa Romeo, then commented at length:

“We are fully aware that this moment will go down in the history of Alfa Romeo. It is a moment of great responsibility. Choosing the model name Junior is logical, as it is closely linked to the history of our brand. From the beginning, the name Junior was one of our favorites and a favorite of the public. As a team, we again decided to share our passion for the brand and to prioritize the product and our customers. We decided to change the name, even though we are not obligated to do so. We preserve the positive emotions that our automobiles have always evoked and want to avoid any controversy. The attention we have received for our new compact car in recent days is overwhelming. Our online presence recorded an unprecedented number of visits, which even caused the site to crash at times.”

And Stefano Odorici, President of the Association of Italian Alfa Romeo Dealers, dryly explains:

“Junior and Milano are both beautiful names rooted in the history of the Alfa Romeo brand. It is no coincidence that these two names were among the public’s favorites.”